2026年1月3日晚，小米集团创始人雷军开启2026年首场大型直播，在万众瞩目之下一辆小米YU7被拆解，这场"迟到"的跨年直播，凭硬实力成为2026年首 个车圈现象级事件。 图源：视频截图 直播同步披露了小米的关键销售数据，小米汽车在2025年全年交付超41万辆，其中YU7作为首款SUV车型，上市半年交付量已超15万辆。此外，直播中雷 军还提到，从去年9月份开始，网上出现了针对他和小米的各种尬黑。其中有大量是对他发言的断章取义。 这场原定于跨年夜举办的直播因雷军感冒推迟，为此雷军于2025年12月30日发布微博表示抽送15台小米17 Ultra。 在谈及有人质疑"小米YU 7标准版一千公里只充一次电"是虚假宣传时，雷军激动的说道："我看到这些尬黑的时候，是非常非常生气的，怎么我讲一个实 实在在有完整视频做证的测试行为，就被黑成是过度宣传和虚假宣传。" 本次直播中雷军表示，拆车是为了回应一些过去这段时间网上对小米汽车的各种问题，过去小米回应得很少，是因为觉得好产品自己会讲话，清者自清， 不要不停地自证。但是前段时间看到不少的米粉朋友们建议还是要主动及时地回应，过去一年里面要回应的问题特别多，打算分期分批来回应。 ...

对于近年来小米产品的争议，雷军也回应道："过去我们回应得很少，是因为我觉得好产品自己会讲 话，清者自清，不要不停地自证。前段时间还是有不少的米粉朋友们建议，还是要主动及时地回应，所 以这次直播也会对一些问题进行回应。希望大家可以公道地提出问题交流。" 雷军表示，估计今天这个拆车直播之后会有更多的博主来拆小米的车，他都欢迎，他特别希望大家能说 一些公道话，不要为了流量去故意夸大，故意找茬。"当然如果你觉得我们设计得不好或者用料不好， 欢迎大家随时指出。" （原标题：雷军直播，现场拆小米YU7！） 1月3日晚间，小米创始人、董事长兼CEO雷军现身直播间，开启2026年首场直播，现场拆解小米YU7。 在直播中，雷军分享了小米最新销售数据，他表示，2025年全年小米共计交付41万辆小米汽车。"2025 年年初，我们定的全年任务是30万辆，后来进展比较顺利，目标提高到了35万辆。今天，我正式公布一 下2025年我们交付的总数值，此前还未宣布过，我们最终交付量超过了41万辆。"雷军坦言，这个结 果，他非常满意。 此外，雷军透露，2025年，小米汽车亦庄工厂全年接待了13万名游客参观和体验。 本场直播，雷军邀请了工程师现场 ...

对于近年来小米产品的争议，雷军也回应道："过去我们回应得很少，是因为我觉得好产品自 己会讲话，清者自清，不要不停地自证。前段时间还是有不少的米粉朋友们建议，还是要主 动及时地回应，所以这次直播也会对一些问题进行回应。希望大家可以公道地提出问题交 流。" 雷军表示，估计今天这个拆车直播之后会有更多的博主来拆小米的车，他都欢迎，他特别希 望大家能说一些公道话，不要为了流量去故意夸大，故意找茬。"当然如果你觉得我们设计得 不好或者用料不好，欢迎大家随时指出。" 截至发稿，该直播仍在进行中。 雷军最新直播。 1月3日晚间， 小米创始人、董事长兼CEO雷军 现身直播间，开启2026年首场直播，现场 拆解小米YU7。 在直播中，雷军分享了小米最新销售数据，他表示，2025年全年小米共计交付41万辆小米汽 车。"2025年年初，我们定的全年任务是30万辆，后来进展比较顺利，目标提高到了35万 辆。今天，我正式公布一下2025年我们交付的总数值，此前还未宣布过，我们最终交付量超 过了41万辆。"雷军坦言，这个结果，他非常满意。 此外，雷军透露，2025年，小米汽车亦庄工厂全年接待了13万名游客参观和体验。 本场直播，雷军邀请 ...

跨年直播爽约却收获满屏心疼！数码博主突发重感冒，无奈将原定跨年直播推迟至1月3日晚7点，暖心 致歉同时甩出重磅福利，转发就抽15台小米17 Ultra，这份跨年心意直接让网友直呼"这波必须冲"！ 临近跨年，不少粉丝早已蹲守直播间盼着一起跨年狂欢，博主突发重感冒打乱计划，第一时间发文致 歉，字里行间满是愧疚，还贴心提醒大家天冷注意保暖，别被病毒盯上。这份真诚不仅没让粉丝失望， 反而引来满屏关心，大家纷纷留言"好好养病""等你满血回归"，暖心互动刷屏评论区。 更让人惊喜的是，为了弥补粉丝遗憾，博主直接放大招送福利，转发致歉博文就能参与抽奖，一口气送 出15台小米17 Ultra，堪称跨年最壕补偿！要知道小米17 Ultra可是当下数码圈的顶流旗舰，刚开售就一 机难求，6999元起售的高端定位，15台总价值直接破10万，这份诚意直接拉满。 作为小米新一代影像旗舰，小米17 Ultra的硬核配置更是让奖品含金量拉满。搭载徕卡2亿像素连续光学 变焦，75-100mm黄金人像焦段全覆盖，夜景人像一拍封神；1英寸超大底主摄配合光影猎人传感器，逆 光夜景都能做到高光不溢、暗部纯净，妥妥的移动摄影神器。性能上更是拉满，第五代骁 ...

Core Insights - The live streaming event by Haier and JD.com on November 11 not only boosted sales but also transformed the interaction logic between the brand and users [1] - The event showcased a shift in the live streaming industry from "traffic-driven" to "trust-driven" models, emphasizing innovative content and engagement [2] Group 1: Innovative Engagement - The appearance of four Haier executives was marked by a "wish-sharing" format, creating emotional connections with users by addressing seasonal pain points [2][3] - Interactive elements such as dialect-based product promotion and fun quizzes significantly enhanced user participation [2] - The product demonstration was transformed into a hands-on experience, showcasing product performance through experiments rather than traditional presentations [3] Group 2: Emotional Connection - The "CEO Wish Pool" segment allowed users to share creative ideas, reinforcing the emotional bond between the brand and its customers [3] - The event highlighted Haier's commitment to responding to user expectations, enhancing the brand's image and fostering deeper relationships with consumers [3] Group 3: Marketing Success - The live stream achieved a sales conversion of 12 million yuan and attracted over 3 million viewers, marking a dual success in brand exposure and sales [4] - A comprehensive online resource matrix was established, utilizing platforms like Douyin and Weibo for effective audience engagement and content dissemination [4][5] - The integration of online and offline experiences, including real-time interactions at JD.com stores, demonstrated the value of ecosystem collaboration [5]

Core Viewpoint - The live streaming incident involving Pop Mart's new product promotion has led to significant public backlash and a sharp decline in stock price, highlighting the potential risks associated with brand reputation and consumer perception in the retail sector [1][2][3]. Group 1: Incident Details - On November 6, during a live stream promoting the "DIMOO New Diary Series - Blind Box," a staff member commented that the product priced at 79 was "a bit expensive," which was broadcasted live [1]. - The incident quickly gained traction on social media, becoming a trending topic and sparking widespread discussion [2]. Group 2: Company Response - On November 7, Pop Mart issued a preliminary response, stating that they are investigating the incident and will not terminate the involved employees [2]. Group 3: Market Impact - Following the incident, Pop Mart's stock price fell significantly, dropping by 5.51% to 205.6 HKD per share by midday on November 7 [3]. - The company's market capitalization is reported at 276.1 billion HKD, with a notable decline since reaching a historical peak of 339.8 HKD per share on August 26, resulting in an approximate cumulative drop of 40% [4][5].

Investment Rating - The report does not explicitly state an investment rating for the industry or specific companies [1]. Core Insights - Douyin's Double 11 GMV growth is robust, achieving approximately 3,200-3,400 billion CNY from October 9 to 31, with a year-on-year growth of over 20% [2][9]. - International beauty brands are leading the growth in the beauty category, with a GMV increase of about 24% year-on-year, primarily driven by premium brands [3][10]. - Domestic beauty brands are facing structural pressures, with significant performance variance among them [4][11]. - Core categories show divergent growth trends, with apparel steady and health products and home appliances performing exceptionally well [5][12]. Summary by Sections Douyin's Performance - Douyin invested over 5.5 billion CNY in coupon subsidies for the Double 11 event, significantly exceeding the investment during the 618 festival [2][9]. - The average daily GMV from October 9 to 31 was 140-146 billion CNY, achieving about 99% of the daily GMV target [2][9]. International Beauty Brands - The beauty category's GMV reached approximately 230-240 billion CNY, with international brands contributing over 40% [3][10]. - Estée Lauder and Lancôme showed exceptional performance, with growth rates exceeding 50% and significant single-day GMV achievements [3][10]. Domestic Beauty Brands - Domestic brands like KANS and PROYA are utilizing unique marketing strategies to maintain competitiveness, while others like Komfymed are struggling with growth [4][11]. - The average discount rate for domestic brands is approximately 67%, which is lower than that of international brands [4][11]. Core Categories - The apparel sector achieved a GMV of 1,500-1,700 billion CNY, with notable growth in sportswear brands like Li-Ning and ANTA [5][12]. - Health products and home appliances are highlighted as strong growth areas, with health products reaching a GMV of 600-620 billion CNY from January to October [5][12].

Core Viewpoint - The company, Xiwang Food (000639.SZ), has established partnerships with live streaming platforms such as Douyin and Xiaohongshu to enhance its marketing and sales strategies [1] Group 1 - The company is actively engaging with popular social media and live streaming platforms to reach a broader audience [1] - Collaborations with Douyin and Xiaohongshu indicate a strategic move towards digital marketing and e-commerce [1]

Group 1 - The Supreme People's Court has released five typical civil cases related to online consumer transactions to enhance the demonstration and guiding role of judicial rulings [1] - The cases focus on punishing behaviors that infringe on consumer rights, thereby strengthening consumer protection [1] - In live marketing, operators are required to fulfill compensation commitments that exceed legal standards, such as the "tenfold compensation for a false claim," targeting fraudulent practices in live marketing [1]

Core Insights - The Australia-China trade relationship is leveraging live streaming as a new paradigm for cross-border cooperation, particularly highlighted during the 2024 China International Import Expo (CIIE) [1][2]. Group 1: Event Overview - The 2024 CIIE will feature a record number of over 250 Australian companies across various sectors including minerals, food, health, and consumer goods [1]. - Nearly 100 Australian companies are participating for the first time, with 30 of them entering the Chinese market for the first time [1]. Group 2: Economic Impact - The Australian Trade and Investment Commission reported a total transaction value of approximately 3.77 billion AUD (around 14.82 billion RMB) during the expo [2]. - Live streaming has significantly enhanced the visibility and sales potential of Australian products in the Chinese market, with one product's sales increasing fivefold due to live demonstrations [3]. Group 3: Live Streaming as a Tool - Live streaming has become an integral part of the CIIE, with companies utilizing it to engage with consumers and showcase products in real-time [3][5]. - The live streaming initiative has attracted a viewership of nearly 33 million for online broadcasts, indicating a strong consumer interest and engagement [5]. Group 4: Future Prospects - There is an expectation for increased commercial cooperation between Australia and China, with live streaming seen as a key strategy for Australian companies to adapt to market trends [3][5]. - The CIIE is viewed as a significant platform for Australian products to expand their influence in China, with ongoing opportunities for innovation in cross-border cooperation [5].